Case studies

Avalon Waterways: Increasing brand awareness with data led approach to DRTV

25 January 2022

Challenge:​

Avalon River Cruises had low, unprompted brand awareness which they wanted to increase and ultimately convert into passenger numbers, but with only a relatively modest budget.​

Impact:​

We created a brand-response TV campaign with higher rating channels & peak airtime for awareness alongside lower rating channels during the daytime for cost-efficient response.​ We bought programming which indexed highly against the Avalon’s target audience and used Adalyser to attribute response, optimising the campaign continually.

Results:​

The campaign was successful across all the key metrics with a small jump in brand awareness (quite a feat with the budget available) and a significant spike in brochure requests and a significant spike in brochure requests.​

Outcome:​

As a result, Avalon grew their warm base and nurtured the newly acquired enquirers towards sales. They were also confident in using TV as an acquisition channel going forward.

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